This Sunday is the Super Bowl, the biggest TV event of the year in the US. But aside from sponsoring the halftime show, you may not see much from Apple in terms of paid commercials—except for one F1 ad created by Cadillac.
Apple and Cadillac are partnering for F1 Super Bowl ad
Last week at a special media event, Apple TV unveiled a big slate of TV shows and movies coming to the streaming service. It also discussed plans for the Formula 1 season, with Apple TV becoming the exclusive broadcast home for F1 in the US.
F1’s first race on Apple TV happens next month, and Apple is choosing a nontraditional route for promotion during this Sunday’s big game.
Rather than having its own Super Bowl spot, like it did last year for the F1 movie, Apple has instead opted to partner with new F1 contender Cadillac.
Per Alex Weprin at The Hollywood Reporter:
The Hollywood Reporter has learned the Cadillac Formula 1 team will have a commercial during the 4th quarter of Sunday’s Super Bowl, using the game to debut the livery for its high-tech race cars, while teeing up Apple’s F1 ambitions in the process.
After the livery is introduced, the ad will feature a prominent “watch on Apple TV” message, with the tech giant now officially the home for F1 racing in the U.S. […]
While the Super Bowl ad is for Cadillac F1, Apple is poised to be just as big a beneficiary, if viewers are enticed to check it out. Apple and Cadillac F1 will promote the ad, which is directed by Sam Pilling and features a score composed by Oscar nominee Max Richter, after it runs, and photos of the new livery will be shot on iPhone and captured in Bahrain, where it will make its on-track debut next week.
As confirmation of Apple’s partnership in the ad, the article features a new Eddy Cue quote:
“F1 sits at the intersection of sports, innovation and culture, and the fan engagement is evolving quickly with even more energy than ever,” says Eddy Cue, Apple’s senior VP of services. “Seeing Cadillac enter the grid in such a bold way is incredibly exciting, and a great signal of where the sport continues to head.”
Apple Music sponsoring the halftime show is a big investment from Apple in the Super Bowl. Outside of that though, it’s uncommon for the company to splurge for the game’s high-cost, high-visibility commercials.
In that sense, partnering with Cadillac is a way for Apple TV to promote its coverage of F1 while still, presumably, saving on the bottom line.
How to watch Super Bowl LX via streaming
If you’re looking to watch the Super Bowl this Sunday, Peacock is the official streaming platform.
Apple TV subscribers can add on Peacock for just $2/month.
There are additional offers if you want a higher-end Peacock tier, or are an Apple One subscriber. Those details are available here.
Are you planning to watch F1 this year on Apple TV? Let us know in the comments.
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